✓ Molson Coors is going big on Banquet, with plans to increase investment, expand partnerships and bring more visibility to the fast-growing brand
✓ This comes at a time of high performance, including five consecutive years of sales growth and sixteen straight quarters of share growth
✓ Coors Banquet has big plans to show up in country music, building a roster of country stars, a new campaign and more in the world or rodeo
PHOENIX – Molson Coors leaders have made it clear: the company is all-in on its core power brands – and for Coors Banquet, that means plans to increase investment, expand partnerships and make the brand even more visible to 21+ consumers in the year ahead.
Banquet. It’s what legacies are made of. It’s more than 150 years old and still brewed only in its beloved hometown of Golden, Colorado with Rocky Mountain Water. But according to VP of Marketing for the Coors Family of Brands, Marcelo Pascoa, Banquet is not just a beer, it’s a trailblazer.
Banquet has had five consecutive years of sales growth, sixteen straight quarters of share growth and is the third fastest growing beer brand in volume share this year, according to Circana volume share change vs YA for the YTD ending 8/31. It is also the fastest growing beer with 21+ Gen Z and the second-fastest with Latino consumers, according to Circana YTD for the week ending 8/24.
Still, Molson Coors believes there’s more potential to be achieved for this legacy brand, and they are bringing its biggest plans to date to the table.
According to Chief Marketing Officer, Sofia Colucci, “The brand is on fire. The time is now.”
Big Swings for Banquet
In 2026, Molson Coors plans to increase its investment, deepening major partnerships and making a bigger impact in country music than ever before. This ensures the brand’s two biggest jobs can be accomplished – capturing greater awareness with 21+ consumers and gaining broader distribution.
And the brand has the plans to make it happen, including a new campaign that will be revealed at a later date with more planned national media investment than ever before, including premium placements in live national sports. Banquet will also continue celebrating its Western heritage with even more support for the rodeo, offering more tools and activation opportunities when the local rodeo comes to town.
On the country music front, Banquet and Molson Coors is partnering with a roster of country music stars, including Lainey Wilson. Coors Light is hitting the road as the proud sponsor of her Whirlwind World Tour, and Barmen 1873 recently collaborated with the Grammy Award winning artist to release a limited-edition Lainey Wilson bottle in celebration of the sold-out tour. Fans can also expect to see Banquet immersed in the country music festival scene, with more ways to wear their brand fandom quite literally on their sleeves.
What’s clear is the brand has a jam-packed schedule – honoring its roots and preparing for the future. According to Pascoa, Banquet has big ambitions, significant opportunities for growth, a legacy to uphold and generations to bring together.
And for now, “Let’s dare to dream bigger,” he said.